Anna Sui will be the second established designer, after Alexander McQueen, to do a collection for Target under the Designer Collaboration series. The line hits stores September 13 in 250 select Target stores and will be available through October 17. Target previously brought us lines by up-and-coming designers like Proenza Schouler and Thakoon for the Go International series, but now they’re focusing on established names that will motivate not only fashion-savvy customers, but also the masses, to shop, with the ultimate goal of overtaking its arch nemesis, Wal-Mart.
Target hasn’t been able to regain the sales momentum it enjoyed when Isaac Mizrahi designed an exclusive collection for the chain. Meanwhile Wal-Mart basks in the spoils of 11-year-olds blowing allowances on Hannah Montana–embellished comforters and even more terrifying, Hannah Montana dinner plates. This leaves the more sophisticated Target to rope in the 15- to 34-year-old consumer base. And while 9-year-olds love Hannah Montana, 24-year-olds share a similarly strong passion for Gossip Girl. So, in a stroke of marketing genius, Anna Sui’s collection will be inspired by the four ladies of Gossip Girl: Blair, Serena, Jenny, and Vanessa. “When I was in Asia last year, all the young girls kept asking me about the different locations in New York City where the characters from ‘Gossip Girl’ live,” Sui told WWD. She used materials like metallic jacquard, herringbone, silk, and chiffon with tulle, lace, and sequin detailing. This is so exciting! We have faith in her to stay away from Serena’s slutty bandage dresses, cheap versions of which always look 500 times sluttier. We could also go without Vanessa’s horrible Claire’s jewelry.